Customer Loyalty Marketing
What is loyalty marketing? Glad you asked! It’s the term used to describe when loyalty programs are used within a marketing strategy.
Loyalty programs have many benefits for your eCommerce business. The obvious one (as the name suggests) is building customer loyalty – meaning customers come back to your brand time after time, making repeat purchases, increasing their lifetime value.
Loyalty programs are designed to reward customers for choosing your brand, and are a fun and effective way to say thank you for that.
We work with eCommerce brands to create loyalty programs that foster customer loyalty, plus we can incorporate existing loyalty programs into an updated marketing strategy.
With a comprehensive understanding of loyalty platforms, we’re able to make the most out of the integration between the loyalty platform and your email service provider.
This allows us to create content that is personalized to the customer receiving it, encouraging them to engage with the program, prompting purchases and other important actions, such as reviews and referrals.
What is Customer Loyalty Marketing?
Customer loyalty marketing has the intention of encouraging customers to interact with your brand, and get rewarded for doing so.
From introducing the loyalty program to new subscribers, reminding customers of how much they need to spend to reach the next tier of the program, to awarding points or discounts to use on their next purchase.
Customer loyalty marketing aims at creating a series of positive interactions, encouraging repeat purchases, and turning customers into loyal brand advocates.
With the opportunity to customise your loyalty program to fit in with your brand’s personality, it makes shopping with your brand a fun and rewarding experience for customers.
It allows you to gamify the buying experience. With the use of tiers within your loyalty program, customers are incentivized to interact with your brand and spend money within your store to earn their new VIP status.
Fostering Customer Loyalty
Loyalty marketing programs fit in seamlessly with customer lifecycle marketing, as while customers reach new stages in their journey, they’re simultaneously rewarded for their actions.
Having a loyalty program opens up the opportunity to segment your audience, providing incentives to those who are signed up, and encouraging those who aren’t to do so by highlighting the benefits.
With the use of VIP tiers, we’re able to segment your audience further, providing different incentives and rewards for each – for example early access to sales events.
By providing incentives for customers to reach the next level of your loyalty program, this encourages them to spend more with your store, either by increasing their AOV or the frequency in which they purchase.
All of these interactions help to build a strong relationship between your brand and your customers, therefore increasing their lifetime value.
We are Australia’s first certified Klaviyo Master Platinum Partner, and are a Shopify Plus Marketing Partner. We have experienced and qualified staff who are:
- Klaviyo Product Certified
- Klaviyo SMS Certified
- Postscript Certified
- Okendo Certified
- JustUno Certified
- Salesforce Marketing Cloud Certified
Our team’s extensive knowledge of these platforms, among a list of others, puts us a step ahead as we get the most out of their capabilities and integrations to create strategies that drive results.
Our creative marketing background enables us to create fun and engaging loyalty programs that are backed up by our financially-minded thinking.
We understand product margins and sales targets, and use this knowledge to build successful loyalty programs and create customer rewards that fit within these to ensure that the program ultimately drives a profit.
Andzen started as an Email Service Provider (ESP), and when we sold that company, it made sense to use our skills in email marketing to our (unfair) advantage.
The customer journey is our niche, and as such we are able to analyze, create and implement loyalty strategies with lifecycle marketing at the forefront.
Our team comes from diverse backgrounds, from traditional and digital marketing, advertising, to analytics.
Our combined skills and experience mean we’re able to craft strategies that are tailored to your ecommerce store and its customers – because no two stores fit the same mould.
Here’s how we do it:
We create loyalty marketing strategies that are tailored to your brand
Our team of creatives work together to produce good looking emails that fit in with your style
We analyze the results so we can identify areas where we can improve, because hey, we’re only human
Check out these case studies to find out how we’ve helped other ecommerce businesses get great results.
Our team works with a number of platforms to get great results for our clients. With knowledge and experience, we’re able to create effective loyalty programs using the systems below:
Loyalty Marketing FAQs
Why is loyalty marketing important?
Loyalty marketing adds another dimension to your customer journey, helping to strengthen the relationship between your brand and your customers. By rewarding customers for their loyalty, this generates revenue for your eCommerce store by encouraging repeat purchases and increasing customer lifetime value.
Does content marketing build loyalty?
When done correctly, following a strategy, yes. Content marketing helps your audience get to know your brand. By creating and delivering the type of content your audience wants to see, this strengthens the relationship. Loyalty marketing adds another dimension to this relationship, and rewards customers for their actions.
How is customer loyalty measured?
This is a great question, and there are a few different ways that loyalty can be measured. Firstly, through repeat purchases – this is a great way to see how loyal your customers are. If a customer repurchases the same item time and time again, this also shows a great deal of loyalty. Engagement with your brand (such as opening emails, liking your social posts, leaving positive reviews) is another measure of loyalty. To get a more concrete measure, you can use a Net Promoter Score (NPS). An NPS is a tool used by many brands to measure customer satisfaction, asking the question ‘how likely are you to recommend us to your friends?’. Loyal customers will recommend your brand to their friends, whereas others won’t.
What are some of the components to building customer loyalty?
Customer loyalty comes in many forms – from making repeat purchases, reading the content on your website, to interacting with emails and social media. The key to building loyalty is by knowing who your target audience is, and what makes them tick. By creating products and content that meets their needs, you’re able to connect with them, build and foster a relationship that keeps them coming back to your brand.
Does having a loyalty program mean I’m giving away too many discounts?
No, we create a point-to-dollar value ratio to suit your margins, so you’re not giving away discounts unnecessarily. Loyalty programs are designed to increase interaction with your brand, encourage repeat purchase, and foster customer loyalty. By completing these actions, customers create their own discounts by spending money within your store.